Yuan number youth have become a new force in tourism, and emerging tourism industries such as theme parks and city night tours are recovering in cities | travel | Yuan number

In 2023, domestic theme parks, camping, urban night tours, China-Chic theme tours and other emerging tourism industries will begin to recover. The willingness of residents to travel has increased, and the popularity of micro vacations and inter provincial tours continues. At the same time, the opening up of entry and exit has accelerated the restart of the entry and exit tourism market, and the tourism industry is entering a phase of rapid recovery.

At the same time, tourism extends from traditional services and resource services to content services. People's tourism demand is also constantly iterating, "Yuan youth", "cutting-edge parents" and other emerging groups are on the rise, parent-child travel has become a standard way of life for emerging families.

More than 60% of adults have travel plans and 8% of them increase their budget.

The basic customer base of tourism is ushering in explosive growth. Statistics show that 270 million trips were made during the May Day holiday this year, with the number of trips and domestic tourism revenue more than doubled, returning to the same level as two years ago.

According to a survey conducted by the massive engine City Research Institute, in terms of people's willingness to travel, more than half of users increased their willingness to travel in April, while more than 60 percent of users said they "will have a travel plan this year."

Not only do people want to play, people are also willing to spend money on "going out to play": taking Douyin as an example, a survey shows that more than 80 percent of users said they would increase their travel budgets this year and spend more money on happy trips.

From "Yunyou" to "recommendation", in the first quarter of 2023, the content related to "travel" on the short video platform "travel" continues to grow, with the daily type of travel increasing 79 times and the smallest 37 times.

"Yuan youth" and "cutting-edge parents" have become a new force in tourism.

As the younger generation enters the society and grows gradually, the main force of tourism is also undergoing iterative renovation. People born in the era of rapid development of Internet information technology are called "yuan youth"-this group has become a "new force" in tourism, and post-90s and post-00s are typical of them. According to data from the Douyin platform, nearly 30% of tourism users are "yuan youth" who have personality, ideas, plenty of time and strong action, such as the hot topic "college student special forces tourism" some time ago. the limit of 24 hours to play throughout a city, sign in various scenic spots in the city, the content is very infectious.

And nearly 30% of the tourists are "cutting-edge parents". They have different views on parenting and consumption, have a better budget, and are more willing to take their children on trips.

Among the interested users of the platform, women are the main force, accounting for 55%. In terms of age distribution, the post-80s and early 90s were the main population, followed by the post-70s and early 80s. From the perspective of group social characteristics, these two types of people are not only the mainstay of the society, but also the army of raising children, accounting for more than half of them.

In addition, the willingness of the silver-haired people to travel can not be ignored. By the end of 2022, the number of people aged 60 and over reached 280 million, according to the National Bureau of Statistics. Silver-haired people have strong spending power, have plenty of time to travel, and have high enthusiasm for tourism. The analysis shows that the tourism products of cultural experience and health and residence are favored by the silver-haired people, but at present, the tourism products and services for the silver-haired people in the market are still insufficient, and the "aging" dividend generated by the silver-haired economy has not been fully released.

Micro-vacation growth, continuous travel demand, more personality.

Poetry and distance are beautiful, but for people who are busy with work, there is no time to travel, and it is also a good choice to go to a closer place for a micro-vacation. According to a survey conducted by the massive engine City Research Institute, in terms of travel days, the number of people who choose to travel for 1 to 3 days accounts for the highest proportion, reaching 44.2%, and the overall form of play is still dominated by micro-vacations.

The survey shows that the needs of tourists have also become more individual and diverse. More than 80% of people are keen on natural scenery tourism, and more than 40% of people prefer leisure vacations, cultural monuments and gourmet experiences. In addition, people also show some interest in outdoor camping, theme parks, fantasy adventures and so on. Traditional red tourism, campus-organized "study" tours and night tours have been played hundreds of millions of times on short video platforms.

At the same time, tourists are becoming the compass for people to travel. In the past, people mainly relied on the recommendation of travel agencies or their own independent exploration when choosing tourist destinations and itinerary. With the rise of social media and online travel platforms, more and more travelers begin to attract attention and guide others by sharing their travel experiences, experiences and suggestions. These tourists usually have a wealth of travel experience and unique perspective, they can provide unique travel strategies, scenic spot recommendations, food introductions and travel skills, and become a reliable navigation for other tourists. Since the beginning of this year, there has also been an increase in the number of talented people of different types, especially those in the field of global tourism and self-driving travel, which has a lot to do with the improvement of the travel environment, and more and more talented people share the contents of outbound and self-driving tours.

In addition, local cultural and tourism bureaus are also creating personal business cards one after another, and many cultural and tourism directors of Tibetan languages have set up accounts to speak for their hometown. For example, Liu Hong, director of Ganzi Literature and Tourism, was found by fans while accompanying Ding Zhen to attend the event. He looks very similar to "Zhou Runfa" and promotes the scenery of Ganzi literature and tourism through Tibetan and antique videos. Up to now, he has more than 2.6 million followers and has become another Ganzi literature and tourism business card.

In the era of tourism 3.0, "complex" and "cross-border integration" become key words.

People's travel experience is constantly upgrading, and the whole tourism industry is also iterating. In the 1.0 stage, the tourism industry has experienced rapid development. At that time, tourists were mainly to enjoy the scenery, visit places of interest and so on, and the tourism industry was highly dependent on the endowment of resources. This stage is characterized by the development and promotion of tourist attractions, and the needs of tourists are mainly focused on watching and appreciating natural and cultural resources.

Then enter the 2.0 stage, the needs of tourists are more personalized and diversified. The tourism industry began to develop in the direction of "food, accommodation, transportation, shopping and entertainment", centering on these needs to carry out new forms such as research tourism, wisdom tourism and cultural tourism. The ecosystem of the tourism industry has also become richer and more diversified to meet the needs of different tourists.

Now entering the 3.0 stage, this is the arrival of an era of pan-tourism. At this stage, "complex" and "cross-border integration" become the key words of the tourism industry. Tourism products begin to integrate sports, art, food, health and other elements into it, creating a more rich and diverse tourism experience. "Tourism +" + tourism "continues to give birth to new forms of industry, the integration and development of literature and tourism with other industries has become the mainstream model, and innovative tourism formats derived from industrial integration are also favored. Among them, the more prominent forms of "tourism +" new business type are: health tourism, study tourism, industrial tourism, sports tourism, tourism performing arts and so on.

In addition, all kinds of literature and tourism enterprises have settled in short video platforms, including foreign tourism bureaus, airlines, hotels, scenic spots, online tourism platforms, and so on, covering almost all the scenes. Take the "Foreign Tourism Bureau" as an example, the growth rate of such accounts more than tripled in March compared with the same period last year, and people's attention to overseas travel has increased significantly.

The theme park "roll" camping pays more attention to quality.

In the face of the surging army of tourists, what does the scenic spot rely on to attract the flow of people? Research data show that theme parks have been very popular in recent years, and Disney and Universal Studios have always been TOP locations for clocking in during holidays. At the same time, local theme parks are also looking for differentiated operation to make them out of the circle, such as Chengdu Happy Valley and Changlong Resort.

Camping, which has been very popular in the past two years, has also spawned an "upgraded version" with the accelerated recovery of the tourism industry: although the popularity of camping has declined, the demand for quality has been improving. The survey found that 60% of people are more concerned about the environmental scenery and safety of the campsite.

Night trips and national tide-themed tours are also stimulating the new vitality of consumption. According to statistics, Guangzhou, Shenzhen and Shanghai ranked the top three in the night clock-in volume of first-tier and new first-tier cities in March this year, and the night vitality of first-tier cities was higher than that of new first-tier cities. From a regional point of view, the night punch-in volume of Chengdu-Chongqing urban agglomeration is higher than that of other urban agglomerations, which shows that the night consumption vitality of western cities is gradually rising, showing great potential.

At the same time, in the first quarter of this year, the search volume of tourism-related search words about Qingdao, Chongqing, Nanjing, Changsha and other cities ranked among the top five. With the change in the way of travel, travelers prefer to search and share on social platforms.